数字环境下出版企业4R营销策略研究

A Study of 4R Marketing Strategy in Publishing Houses

面对纷繁海量的媒介内容,受众与媒介作为注意力交换两大主体相互影响,相互作用的过程中,围绕数字化战略平台的4R营销理念:消费者的数字化画像与识别(recognize)、数字化信息覆盖到达(reach)、建立持续关系(relationship)、实现交易与回报(return),出版业与受众互动甚至"互构"增加出版物的社交属性,不断提升的消费者价值是出版业融合与实践的驱动力。

This paper focuses on the face of numerous mass media content, two subjects between the audience and the media attention as the exchange interaction and mutual construction of the publishing industry, and interact with the audience ＂interaction＂ in the process, focuses on digital strategy platform marketing concept 4R： Recognize （digital portraits and recognition of consumers ） , Reach （digital information）, Relationship （ to cover the establishment of sustainable relationship ） , Return （transaction and return）, increases the social attribute of publications, and constantly improves the value of consumers is the driving force of the publishing industry integration and practice.